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研究生:洪家佑
研究生(外文):Chia-yu Hung
論文名稱:從遙距臨場感與社會影響分析線上遊戲採用行為
論文名稱(外文):The Impact of Telepresence and Social Influence on the Adoption Behavior of On-line Game
指導教授:林宏遠林宏遠引用關係
指導教授(外文):Lin, H.Y.
學位類別:碩士
校院名稱:世新大學
系所名稱:資訊管理學研究所(含碩專班)
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:79
中文關鍵詞:遙距臨場感社會影響科技採用模型II知覺娛樂性
外文關鍵詞:telepresenceTAMⅡ
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線上遊戲(on-line game)提供了豐富的多媒體效果,讓玩家在遊的過程中,有身歷其境的感覺。此外,線上遊戲亦提供許多溝通的功能,讓使用者可以在遊戲中與其他玩家及服務人員進行虛擬的人際交流。所以,使用者在玩線上遊戲時,會經歷人機及人際互動的虛擬經驗,這樣的經驗將影響到使用者對於線上遊戲的評價。因此,本研究以使用者的觀點,分析其採用線上遊戲的行為。其中,對使用者而言,線上遊戲提供了一個虛擬的世界,讓使用者在遊戲的過程中經歷了接近真實體驗的遙距臨場感,這個體驗是影響使用者對遊戲評價及是否繼續採用該遊戲的重要參考。因此,本研究試圖以整合知覺有趣性之科技接受模型為核心,將遙距臨場感視為該模型的主要外在變數並探討其對於遊戲採用行為的影響。再者,當下遊戲的品質與內容的豐富性及娛樂性,已經是一項基本的要求,所以,系統服務的穩定性、遊戲生態的平衡、遊戲業者對玩家的服務態度與速度,將是決勝線上遊戲市場的關鍵。另外,隨著免費遊戲的不可逆性趨勢,虛擬寶物的銷售,對於遊戲玩家在遊戲中的平衡及公平度的拿捏,亦是值得遊戲業者詳加考慮的。最重要的,遊戲產業在社會中所扮演的角色,已經從休閒娛樂的角度,逐漸轉移成為一個個虛擬的社會化團體(或可將它稱之為社群),對來自社群意見的重視,甚至是親自去經營、創造一個社群,不只能鞏固玩家的忠誠度,更直接的影響到遊戲業者的營收表現(IDC,2008)。所以本研究亦嘗試納入探討虛擬接觸之網路社會化影響關係,做為分析遊戲產業科技接受度之外生變項。本研究以問卷調查法的方式進行,探討遙距臨場感、社會影響與知覺有趣性做為TAM II之外生變項時,遊戲使用者的採用行為。而研究結果顯示各項變量多數具有影響行為意圖,但其中遊戲的容易性不能成為成功的手段,仍需搭配其他構念,才能激發玩家之行為意圖,但玩家進行遊戲通常是有目的性,所以遊戲的臨場互動程度仍需符合使用者之有趣程度與認知有用水準。
第一章 緒論
第一節 研究背景與動機………………………………………………………1
第二節 研究目的與問題………………………………………………………2
第三節 研究流程………………………………………………………………3
第二章 文獻探討
第一節 線上遊戲產業簡介……………………………………………………6
第二節 遙距臨場感……………………………………………………………11
第三節 科技接受模型…………………………………………………………15
第四節 知覺有趣性……………………………………………………………25
第三章 研究方法
第一節 研究架構………………………………………………………………31
第二節 研究假說………………………………………………………………33
第三節 變項定義及衡量…………………………………..…………………37
第四節 研究對象………………………………………………………………43
第四章 實證結果分析
第一節 基本資料分析…………………………………………………………44
第二節 信度與效度檢定………………………………………………………47
第三節 整體概念模型…………………………………………………………51
第四節 假說驗證………………………………………………………………54
第五章 結論與建議
第一節 研究結論…………………………………………………………………56
第二節 理論與實務意涵…………………………………………………………59
第三節 研究限制與後續研究建議………………………………………………61
中文部分
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網路部分
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經濟日報(2008),全球行動遊戲產值 今年將增16%,http://udn.com/,更新日期2008年07月02日。
Lombard, M. (2001), “Resources for the Study of Presence: Presence Explication and Measurement,” Retrieved February 28, 2001 from the World Wide Web: http://nimbus.temple.edu/~mlombard/Presence/explicat.htm http://nimbus.temple.edu/~mlombard/Presence/measure.htm.
拓墣產業研究所(2003),行動遊戲產業結構及台灣現況,手機與行動通訊,No.15市場發展, http://wis.mic.com.tw/document/mic_digi/Topology/report_topology/network/2003/031029move.pdf,查詢日期2008年11月15日。

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